‘Branding can help elevate country’s name’
KUALA LUMPUR: The Branding Association of Malaysia (BAM) believes that the economic strength of a country depends on the strength of its businesses and that's why branding is crucial to a country's economic progression.
"Branding is incredibly important to any business but even more so if it well-known enough that it could help elevate a country's name," said its president, Datuk Eric Chong during an interview with Business Times.
Eversendai Corporation Bhd group managing director Tan Sri AK Nathan, who was also present during the interview, noted that brand building for Malaysian companies is a two-way street.
"It is not about building a brand in Malaysia but internationally. The government for the most part helps position some domestic companies internationally.
"For example, Malaysia External Trade Development Corporation (Matrade) is collaborating with BAM for brand awareness, however the only way Matrade, thus the government can help propel a brand further is when the company already has an existing brand which is recognisable and have credibility," he said.
He said that a brand name can be the ultimate push for a Malaysian company to excel within the global business landscape.
He added that Eversendai has built a very strong brand, not only in Malaysia but internationally.
"Eversendai, for the last nine years has not gone knocking on anyone's door in the Middle East to ask for projects. Projects come looking fori us, and that's how strong our brand is," he said, stressing the importance of branding.
"We have managed to build this brand by keeping up with commitment. We deliver on time with compromising on safety and we have not delayed on a project for the last three years. And that helped built the brand name and also build trust in our clients and potential future clients," he said.
According to Nathan, brand is built up on commitments and keeping promises.
"Brands are not built overnight, it takes years to build a brand name and along the way, you have to put in a lot of effort to stop from any hiccups happening."